Gemeinsame Glücksspielbehörde der Länder, Germany’s gambling regulator, has awarded a gambling advertising study to the Berlin-based market research company eye square GmbH.
The study – Gambling advertising on television and on the Internet in the area of channelling and addiction prevention – will run for two years and is part of the evaluation of GlüStV 2021 advertising regulations.
GGL will use the research collected to determine if “provisions of Section 5 GlüStV 2021 are suitable or can be improved” to help direct players “to the advertised legal gambling offer, without a (special or critical) incentive effect that has not been achieved so far to develop people interested and/or vulnerable in gambling”.
To fully understand the overall impact of strategies deployed by operators, several areas will be examined in the study, including advertising, sponsorship and ‘advertising reporting’ on all recipients, with a focus on vulnerable groups.
Types of advertising that will be looked at include ‘individual advertising’ such as TV spots and social media, as well as ‘special advertising’ for player acquisition and retention such as bonuses and discounts.
Last month, the GGL awarded its ‘Player Protection Study‘ to the Institute of Public Health of the University of Bremen (Lower Saxony).
